Diageo Great Britain is celebrating the 250th anniversary of Arthur Guinness signing the lease on the St James's Gate brewery in Ireland by inviting consumers to 'raise a glass to Arthur.' The £3million marketing campaign includes a new commemorative label for Guinness Original and special Arthur's Day promotional packs.

Two special edition Guinness packs have been released exclusively for wholesalers and convenience retailers Guinness Draught in a can, priced marked at 6 for £6.49, and a Guinness Original 13.5% extra free can. Original, which will carry a commemorative 250th label, is currently outperforming the stout category by 5%. A four-week sales initiative will see c-stores supplied with a free 250th anniversary POS kit.

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